Twitter and Isobar UK have published a new research study that examines “unconscious cues” that drive brand perception on Twitter. Given the growing importance of Twitter to brand marketers, this study needs to be read by all brand marketers. The study created fictional brands to test factors that matter when consumers look at your brand
Brands are stories, and like all other stories, they have to be communicated. A story unheard is not a story. A story not understood is not a story. And clearly, a story not believed turns into something altogether different. The brand as a story has to be effectively communicated, understood in a positive way and believed. It
We communicate through storytelling. Everything we say and everything we perceive as reality moves instantly from the present into memory. How those memories are categorized, stored, recalled and perceived is in the context of the story in which we have placed them. All of us in our lives and livelihoods experience our place in the
I am one of the lucky ones. From my first days as a lawyer 30 years ago, I was lucky enough to work with great brands like Sesame Street and the Muppets, Orville Redenbacher, Monopoly, Kraft Foods and Paul Masson. I since have worked with great brands like Apple, Microsoft, NBC, McDonald’s, Star Trek, Citibank,